July 15, 2005

Mazda Canada partners with Roots in Mazda5 promotion

Richmond Hill, Ontario – Mazda Canada has partnered with Roots Canada in a cross-promotion for the launch of Mazda’s new Mazda5. As well, Roots, which makes leather goods and athletic clothing, will be integrated into the marketing launches of Mazda’s vehicles slated to rollout in 2005 and 2006.

Mazda and Roots will debut their first cross-promotion as part of the Mazda5 launch campaign themed “Never Lose Your Cool”. The promotion will launch this month with a limited edition custom Roots duffle bag giveaway to the first 1,250 customers who purchase the Mazda5.

In the fall of 2005, Mazda and Roots will be launching a Mazda/Roots “Ultimate lifestyle Giveaway”. In addition to the giveaway of a Mazda5 loaded with Roots merchandise, there will be Mazda5s placed in selected malls and Roots flagship locations. As well, consumers who test drive the new Mazda5will be given a Roots gift card.

At the end of the year, Mazda and Roots will team up with Rogers Communications for a “Mazda5 Scratch and Win” contest. Consumers who visit a Mazda dealership will have a chance to scratch and win Roots prizes.

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